As many of us have learned - it's not always easy to supply your audience with good useful content on a daily basis. Writing articles can take up quite a bit of your time. It could also become an expensive part of your marketing efforts if you outsource the work. Luckily for us we can recycle content. As our content pool increases we can reach a point where our posts are almost always filled with fresh content that is mixed in with our recycled content.
Remember that a lot of that recycled content will still be new to many of your readers. This is especially true on Facebook where only a small percentage of your friends/fans ever see your posts at all. And, the groups of friends that see your posts seem to be completely random so your content will hit different people at different times.
Fresh, original content is what we all want to churn out for our audiences. But a little throwback to content you have previously used doesn't hurt. In fact, it could do wonders to your social media engagement. Re-use and recycle past content to maximize any benefits they may have given you and ease the demands of your content development chores.
Why Recycle Old Content?
Recycling previously published content won't help save the forests, but it will help your business. Here are some benefits you can get from re-using old content.
It helps you make your online marketing efforts cost-effective. This is especially true if you outsource your content development. If you pay freelance writers, re-using previously written content can allow you to save on costs, which can significantly impact your bottom line in a positive way.
It gives you a break. This is especially helpful if you create content yourself, but can also help even if you have an in-house content team. You or your team may be great at churning out high quality blog posts and feature articles, but sometimes the muse may be absent. Turning back to old content eases the pressure and gives you material to post while you recover your mojo.
It gives you the opportunity to reach out to a wider audience. Some people may have missed your post when you first published it. Re-publishing your content lets more people see it.
It reminds people of your ideas and may help them see these in a new light. People may have read your post the first time out, but the ideas may have gotten buried underneath more urgent concerns. Or perhaps at the time they first encountered your post, their situations may have been different. Perhaps now your ideas are more relevant to their current status.
Steps to Recycling
Here is a quick guide on how you can get started re-using old content.
Find out which of your previously posted content submissions were hits. You can use your platform's internal analytics tool to find which of your blog posts, web features and social media updates have received the most views, generate the most engagement and get people to respond.
Check if the content is still relevant today. The content may have been popular, but perhaps it wouldn't be appropriate if reposted now. For example, if you had written a blog post about Justin Bieber's antics earlier this year you probably won't be able to recycle this because the news is beyond stale. But if you had written about the life lessons you learned from Justin Bieber's antics then the material has an element of timelessness that you can exploit.
Promote the piece on social media. You probably don't need to rewrite or re-publish the blog post again unless re-reading it gives you some kind of insight and a brilliant flash of inspiration. You simply need to point people back to the existing URL.
Rinse and repeat.
Remember, though, to space out your recycled content, otherwise your social media posts will look like you're pushing the same content over and over, and appear "spammy" to your audiences. I generally like to wait at least a month before adding a recycled piece to the rotation.